A Research On The Network Communication Strategy Of Elite Culture Popularization

Since the 1990 s, people have changed their ideas and value orientation because of the continuous expansion of opening up, the rapid development of market economy and the social transformation. The elite culture that is a symbol of elegance and rational contemplation has lost its mainstream,which instead of by the popular culture.The popularity of popular culture seriously devastates the living space of the elite culture, thus all of the elite intellectuals are stuck in the phenomenon which is called “aphasi”. The elite culture not only plays a leading role in the construction of soft power of Chinese culture, but also is an essential factor of improving the quality of the national culture. Therefore, it is necessary to think about the commnication strategy of the elite culture in the contemporary society.The new media provides an opportunity for the elite intellectuals to fight for the right to speak, so that the network self-made knowledge talk show has come into being. The network self-made knowledge talk show is not based on entertainment, but to convey knowledge to audiences. It is the practice of modern elite intellectuals to spread the elite culture.This paper is based on the theory of media culture of the Frankfurt school and the Birmingham School of cultural studies, inspired by McLuhan's theory of “Media and Message”, takes the network self-made talk show as the research object and cases study on “Logic Show”. This paper uses the content analysis method, questionnaire survey method, literature analysis method, combined with the communication, narratology and the new historicism theory. The purpose is to explore elite culture communication strategy of the network self-produced talk show.This text is divided into five parts: the first part summarizes the development and classification of the network self-produced talk show; the second part studies the positioning and features of the audience of“Logic Show”;the third part discusses the orientation of elite culture disseminated through the contents of the“Logic Show”; the fourth part analyzes the impact of “Logic Show”on elite culture communication skills by using narrative theory and theory of mass communication; the fifth part sums up the successful experience of the “Logic Show” and discusses how does the network self-produced talk show influence the communication strategy of elite culture, in other words, the methods to communicate elite culture through the internet.The study has found that if we want to communicate elite culture, we have to do that, firstly, we should guarantee the narrative content with the feature of elite culture, then we can change the macro narrative discourse into the civilian discourse that can be much easier accepted by the public; secondly, the elite culture has huge market potential and we can make full use of new media to spread the elite culture; thirdly, we have to be good at discovering and mining the target audience of elite culture in order to achieve effective communication, thereby gaining greater communication effect.